From Messenger to Strategist: How Communications Can Lead AI Integration in School Districts
Date: 7/20/2026
Time: 8:30 - 9:30 AM
Room: Fulton (Floor 3)
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.
AI–Artificial intelligence in communications and public schools
Session Description
Artificial intelligence is no longer a future concept for school districts. It is already influencing instruction, operations, communications, special education, translation services, family engagement, and staff workflows. While many AI conversations originate in IT departments or instructional technology teams, the success or failure of AI integration often hinges on trust, clarity, ethics, and public understanding. These are areas where communications and public relations professionals excel, yet they are frequently underutilized in AI leadership conversations.
This session explores how communications professionals can move beyond the role of message delivery and into strategic leadership when it comes to AI integration in school district settings. Drawing from extensive, hands on experience leading districtwide AI efforts, this session will demonstrate how communications teams can successfully convene stakeholders, shape narratives, reduce fear, and ensure AI initiatives remain student centered, equitable, and transparent.
Attendees will hear real world examples of how communications professionals have led AI committees, supported policy development, guided internal training efforts, partnered with Educational Services and IT, collaborated with Special Education teams, and supported executive leadership with clear, board ready messaging. Rather than focusing on tools alone, this session emphasizes systems, relationships, and process, highlighting how AI implementation is as much about culture and communication as it is about technology.
A key focus of the session is the role communications plays in working across departments that often operate in silos. AI integration touches legal considerations, labor groups, instructional practices, data privacy, accessibility, and community trust. Communications professionals are uniquely positioned to translate complex concepts into accessible language, surface concerns early, and create alignment across stakeholder groups that may otherwise approach AI from competing perspectives.
Participants will also explore how proactive communication strategies can prevent AI related confusion, misinformation, and backlash. From developing AI guidelines and FAQs to supporting family facing communications and internal staff training, the session provides concrete examples of how communications teams can lead with empathy and clarity rather than reacting to crisis or controversy after the fact.
This session is designed for communications leaders who are increasingly expected to advise on emerging issues, guide organizational change, and support leadership in navigating uncertainty. Attendees will leave with a clear understanding of how their skill set naturally aligns with AI leadership and how they can confidently step into this role, even if their district is at an early stage of AI adoption.
By reframing AI integration as a communications opportunity rather than a technical challenge alone, this session empowers NSPRA members to claim their seat at the table and help shape AI implementation in ways that are thoughtful, responsible, and rooted in public trust.
Presenter(s)
Ricardo Carlos
Multi-Media Marketing Manager
Rialto Unified School District
Ricardo Carlos is a communications and marketing leader in K 12 public education with more than 15 years of experience supporting school districts through strategic storytelling, community engagement, and large scale initiatives. He currently serves as the Marketing Lead for the Rialto Unified School District in Southern California, where he works at the intersection of communications, technology, and organizational change.
In recent years, Ricardo has taken a leading role in his district’s approach to artificial intelligence integration, helping shape how AI is introduced, communicated, and understood across departments. Working closely with Educational Services, IT, Special Education, legal teams, labor groups, and executive leadership, he has helped guide the development of AI guidance, internal training, public facing resources, and board level messaging. His work emphasizes ethical use, transparency, and trust, with a focus on supporting students, staff, and families rather than centering technology alone.
Ricardo’s background in communications has positioned him as a convener and translator in complex initiatives, particularly those involving emerging technologies. He is known for helping districts move from reactive messaging to proactive strategy by building alignment across stakeholders and grounding innovation in shared values.
In addition to his work in public education, Ricardo is an experienced creative professional and entrepreneur, with a background in design, multimedia production, and brand development. This blend of technical fluency and storytelling informs his approach to AI integration, ensuring messages are accessible, human centered, and culturally responsive.
Ricardo frequently presents and facilitates professional learning for educators, administrators, and communications teams, focusing on the evolving role of communications in leadership, innovation, and public trust. He brings a practical, collaborative perspective shaped by real world district experience. LinkedIn Profile
From Messenger to Strategist: How Communications Can Lead AI Integration in School Districts
Category
Skill Session - Live lecture, panel discussion or interactive session with time for Q&A. 60-minutes.